New TSNN Research Report Released - The Exhibit & Sponsorship Sales Best Practices Study

November 30, 2016

TSNN and Access Intelligence Research have released the second report in its TSNN Research series: The Exhibit & Sponsorship Sales Best Practices Study: How Leading Convention & Exhibition Producers are Selling More Exhibit Space and Sponsorship Opportunities.

TSNN and Access Intelligence Research have developed this exclusive industry study to help convention and exhibition producers analyze and benchmark their exhibit space and sponsorship sales and marketing strategies.

The focus of the study is on the most effective strategies and tactics, and other related topics and metrics. The report provides results from a survey of leading convention and exhibition producers.

Event producers and planners representing many of the leading associations, exhibition producers and corporate event planners in North America responded to the survey.

“With more and more exhibitors taking a hard look at the ROI of taking part in events, this study gives valuable insight on how trade show organizers are working to more effectively partner with companies who invest in being at their events,” said TSNN President Rachel Wimberly.

Some of the key areas covered in the survey include:

• How Exhibitors and Sponsors are Changing • Exhibit Sales Approaches and Benchmarks • Sales Team Management • How Sponsorships Models are Changing • Biggest Challenges and Opportunities.

To add additional analysis, the findings are broken out separately for associations and compared to for-profit exhibition organizers.

A number of major corporate meetings with exhibits and sponsors are included in the “All Respondents” category throughout the report.

To purchase The Exhibit & Sponsorship Sales Best Practices Study, please click HERE.

Other key findings from the report included that exhibitors are asking more questions about who attends the event they already exhibit at or are interested in.

“Exhibitors are asking more questions regarding the value of participating in the show. We are responding by getting more information regarding the audience, endorsements from current exhibitors, and sharing post survey results.” – said President with leading association and event management company.

Interestingly, the total exhibitor and sponsor related revenue breakouts are very similar when comparing associations and for-profits.

 Both types of organizations say 70% of their total exhibitor and sponsor revenue is attributed to exhibit space, and 26% comes from sponsorships.

Another survey finding was that 79% of respondents said providing audience demographics was the top value proposition in selling exhibit space.

As a Sponsorships Director with leading medical association mentioned in the survey, “exhibitors and sponsors are looking for greater exposure, more face-to-face opportunities with members and more exclusivity.”

The Exhibit & Sponsorship Sales Best Practices Study is the second report released in TSNN’s Research Division.

The first report - Attendee Marketing & Audience Development Trends & Best Practices Study – takes a deep dive look into what’s working and what’s not in attracting and retaining attendees at shows. To order this report, please click HERE.

For more information on the TSNN Research division and more reports that will be released in 2017, please visit TSNN Research

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Partner Voices

As event professionals, our job is to host people and while we can’t prepare for everything, it’s essential to develop an emergency plan that can be adapted to any situation. In Boston, the Massachusetts Convention Center Authority’s (MCCA) Public Safety Team at the Boston Convention & Exhibition Center (BCEC) and the Hynes Convention Center, have taken their experiences to develop a comprehensive crisis management training program, starting with crisis communications.